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Analisis Pengaruh Kemudahan, Efisiensi, dan Reliability Penggunaan terhadap Minat Penggunaan Media Chatbot Sebagai Sarana dalam Pemasaran Digital (Studi Kasus Pedagang E-Commerce)
This research aims to analyze the direct influence of the variables ease of use, efficiency and reliability of use on interest in using chatbot media as a means of digital marketing. This research is quantitative research. The type of data used is primary data obtained through a questionnaire that was distributed to a total of 199 respondents and secondary data obtained from literature related to the problems studied. The data analysis technique used is descriptive statistics and Structural Equation Modeling (SEM) analysis with the Partial Least Square (PLS) method, all data of which will be processed in the Smartpls 4 application. The results of this study found that there is a positive and significant influence between the ease of use variable on interest in use, then the variable efficiency of use on interest in use and the positive and insignificant influence between the variable reliability of use on interest in using chatbot media as a means of digital marketing
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Pengaruh Citra Merek, Harga, Kualitas Produk dan Promosi terhadap Keputusan Pembelian (Survei Konsumen Uniqlo di Jabodetabek)
The reason researchers chose the uniqlo brand as research in Jabodetabek is based on the very high mobility of the capital city community, requiring comfortable clothing for outdoor and indoor activities. This study was conducted to determine the effect of brand image, price, product quality and promotion on purchasing decisions of uniqlo consumers in the cities of Jakarta, Bogor, Depok, Tangerang and Bekasi. The research methodology uses a descriptive quantitative approach using multiple linear regression analysis which includes classical assumption tests, hypothesis testing and multiple linear regression analysis. Based on the results of multiple linear regression analysis, the equation purchase decision (Y) = 2.752 + 0.273(brand image) + 0.279(price) + 0.230(product quality) + 0.022(promotion) with an r square value of 0.431. The independent variable in this study only has a contribution of 43.1% to influence the dependent variable. While the other 56.9% is influenced by other factors.
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Use of ChatGPT to Improve Digital Enterprise Business Performance
Teknologi berbasis kecerdasan buatan seperti Chat GPT semakin banyak diterapkan dalam bisnis online untuk meningkatkan kinerja bisnis dalam bisnis. Penelitian ini menggunakan penelitian kualitatif untuk mengeksplorasi dampak penggunaan GPT Chat terhadap kinerja bisnis online di kalangan pelaku bisnis digital dengan menggunakan pendekatan fenomenologi. Dalam penelitian ini pengumpulan data dilakukan dengan menggunakan metode wawancara terstruktur. Metode analisis data yang digunakan dalam penelitian ini adalah analisis tematik. Hasil analisis data menunjukkan bahwa penggunaan ChatGPT membantu menyelesaikan tugas lebih cepat, mempermudah penyelesaian tugas, membantu memperoleh pengetahuan baru, membantu memperoleh keterampilan baru, membantu menemukan ide-ide inovatif, menggunakan ChatGPT dapat meningkatkan penyampaian layanan Anda kepada pelanggan, membantu mengidentifikasi masalah yang dihadapi oleh perusahaan, membantu dalam pengambilan keputusan bagi perusahaan, membantu pengambilan keputusan yang lebih berkualitas dan membantu pengambilan keputusan yang lebih efektif.
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